Capstone

Part 1 - Section One

Tori Conkle, Whitney Ford, Kylie Weems
Customer Profile
The customer will be twenty-five and
female. Her name is Kate and she will
be living in Springfield, Missouri.
Kate has a bachelor degree in public
relations/marketing. She is single
open to dating. However, she is career
oriented at the moment.
Lifestyle
Kate is always busy with friends, family, hobbies, and her
pet. Kate is an extrovert, which helps with her job. She loves
to be fashionable at all the social and work events she
attends. She likes go out with friends for dinner and
coffee. She enjoys breakfast and lunch dates. Kate always
takes her beagle Daisy for walks everyday rain or shine at
local parks. Kate likes to spend time with her family having
them over to her condo for homemade dinners and then to
watch a movie or play a game. Kate likes to read, but does
not often finish books because she likes her social life more.
Her hobbies includes attending the yoga class at her local
gym and participating in improvisation shows and classes.
Occupation and Income
Kate is the Marketing Planning Manager for Mercy hospital
in Springfield, Missouri. Some of her responsibilities
include reporting to the Director of Marketing Planning
in the department, development of regional and local
marketing plans that represent their region/communities,
keeping up with client relationship management, and
representing Integrated Marketing as an ambassador.

Kate is currently making a salary of $62,000.

Other Demographic & Psychographic Factors
Some other values of Kate’s would include her relationships, health,
her work and success, integrity, creativity, dependability, and love.
Kate puts a lot of effort into her relationships with friends and
family and values their opinions. She has found friends that are
dependable with great integrity and Kate really values that. She puts
her work as a huge priority as she is determined to be successful and
go far in her career. Kate also really values love and wants to find a
best friend in her future spouse whenever the time is right. She also
cares about her health and taking good care of herself by staying as
active as she can. Kate finds herself being very passionate about
fashion and puts her creativity into her style, which is another love
of hers.
Store Category: Business Professional/Suiting
Womens, Missys, Petites
Mission Statement
Quality business clothing that will last you a decade. Preserving excess materials and waste by
creating long lasting clothing. Including an in store tailor and repair within the first ten
years of use to make every purchase valuable. Offering a personal shopping experience with one
on one assistance to create the best wardrobe for your lifestyle and career. Always utilizing fair
trade materials for all our clothing.
Marketing Objectives
1. Brand Awareness in Springfield, Missouri and surrounding areas.
a. Social Media (Facebook Sponsored Advertising)
b. Internet Advertising
c. geographic/neighbourhood targeting affluent areas with direct mailers
2. Sponsoring and volunteering within the community
a. Sponsoring Career Closet by donating two year old clothing and money
b. Collaborating with the local recycling centers to provide a space to recycle clothing and fabric
3. Visual Merchandising
a. By providing a classy brick building with large windows
b. An inviting interior that is warm and modern that encourages a passersby to stop and shop with us
c. A functional, simplified space, with great signage that provides ease of shopping
Marketing Objectives
4. Customer Loyalty Program

a. Includes extra incentives by earning points for every purchase

b. A Credit Card for the store
c. A personal stylist of your choice from the staff

5. Build/Create Customer Relationships

a. Events to find new clients

b. Personalized customer experiences
c. Influencers that are shoppers at our store will receive extra discount by bringing new clientele to the shop
Store Name: Refined
The definition of refined is “elegant, and cultured in appearance, manner, or taste.” This
communicates the quality and classic style we want our customers to portray. We wanted the
name to reflect the visual merchandising and overall aesthetic of our store and clothing by
being simple, sophisticated, and sleek.
Brand Image
Modern, warm, elegant and inviting concept. The clean and sophisticated environment suits our target customer with the
classic and chic business style. A seating area creates a calm and welcoming experience for our customers to shop easily. The
personal shoppers will allow for the customer to have thirty minutes out of their busy schedule to relax and shop with ease.
Capstone
Part 1: Section Two
Store Merchandise
Womens, Missys, Petites

● Suiting ● Skirts

● Jackets ● Scarves

● Coats ● Shoes

● Blouses/Shirting ● Belts

● Sweaters ● Handbags

● Slacks ● Hosiery

● Dresses
Business Professional
The professional work attire for everyday. Able to mix and match our pieces while having an option for a matching suit. This
category will allow our customer to create the perfect wardrobe to stand out in their career. Our suiting could also provide the
first interview outfit for graduates. These pieces will be modern, fashionable, and unique for our stylish clientele.

● Suiting: This would include matching suits. The suits could be either a classic suit or a suit with unique fashionable features. They
would mix and match well with all of the suiting separates.
● Suiting Separates: The suiting separates include pieces that will mix and match with the suits. These pieces could be worn on
their own, as well. These pieces would include both classic pieces, as well as, on trend clothing for our fashionistas.
○ Jackets
○ Coats
○ Blouses/Shirting
○ Sweaters
○ Slacks
○ Dresses
○ Skirts
Suiting
 Suiting Separates

J
A C
C O
K A
E T
T S
S
 Suiting Separates

B
L
O
U
S
E & S
S H
I
R
T
I
N
G
Suiting Separates

S
W
E
A
T
E
R
S
 Suiting Separates

S
L
A
C
K
S
 Suiting Separates

D
R
E
S
S
E
S
 Suiting Separates

S
K
I
R
T
S
Formal
The formal category is for the versatile woman that goes to a variety of occasions like a business event or formal events such
as a wedding or gala. We have eye-catching dresses, jackets, and skirts WITH A MODERN AND SLEEK DESIGN to show off her lively
personality.
● Dresses- our dresses are for the woman who wants to show off her impeccable style outside of the business world. We carry a variety of lengths, solids, and prints to wear for
any event that comes her way.
○ Cocktail
○ Tea Length Dresses
○ Full length dresses
● Jackets - women are always on the run, rain or shine, hot or cold. our coats and blazers can be taken from the boardroom to the bar. They are very simple and elegant,
with different textures to make her stand out against the crowd.
○ Blazers
○ Trench coats
○ Cape coats
● Skirts- once in awhile our customer loves to take a break from wearing suites and slip into something more classy. our classic silhouettes will make any skirt suitable for
both work and play.
○ Pencil
○ Pegged
○ Trumpet
Dresses
Jackets
Skirts
Accessories
The accessories category includes all accessory pieces our target customer would wear to work and beyond. These include scarves,
shoes, belts, handbags and hosiery. These pieces are meant to be professional and on trend. This way our customer has exactly
what she needs in her career and professional life, but can get use out of them elsewhere too. They will have a sophisticated,
sleek, and simple look that will match the majority of our clothing items.

● Scarves
○ Cashmere, silk, cotton
● Shoes
○ Heels, flats, heeled booties, high knee boots, oxford shoes
● Belts
● Handbags
○ Clutch, cross body, briefcase, satchel, bucket bags, baguette bag, tote bag
● Hosiery
Accessories:
Scarves
Accessories:
Shoes
Accessories:
Belts &
Handbags
Accessories:
Hosiery
Capstone: Part 2
Section 1
Proposed Layout
To create a warm and inviting environment the store will have a warm color scheme and multiple comfortable
seating areas. The space will be a rectangle shape will large windows at the front. The products will be sectioned out
by category by the walls as semi dividers for ease of shopping. The reception desk for appointments/the cash wrap
will be located directly at the front so that the customers can be welcomed, checked in quickly, and offered a
beverage. Two small seating areas will be towards the front for customers to wait for their appointment or for any
companions to sit and wait for them to finish shopping. Two medium size seating areas will be located behind the
cash wrap, one to each side. Their will be four large fitting rooms two on each wall towards the back. Merchandise
will not be crowded and will be easy to shop. The office, break room, storage space, and bathrooms will all be
located at the back of the store.
Layout Must Haves
Large Fitting Rooms

-Having large fitting rooms is required due to the high end products that would be sold. The want for the customer to find the space inviting and comfortable includes the ease of changing
clothes.

Seating Areas

-The Seating areas are a must have to allow the customer and personal shopper to take some time to talk through exactly what the shopper’s needs, wants, and styles are. The seating areas also,
contribute to the ease of the shopping experience.

Location

- The location is key. The location needs to be somewhere that is easy to locate and drive to. The location should be an area where business women would already frequent so they do not have to
make an extra stop. Our building would include a rustic and modern look. Including large windows and a brick exterior it would add to the environment.

Atmosphere

-The atmosphere is a large part of the brand image. The optimal space will be inviting and comfortable so that this will be a relaxing time in our customer’s stressful lifestyle.
Proposed Layout
Section 2
 Interior/Exterior Atmospheric Elements
4 5

1 2 3

6 7 8 9
Communication Goals
Overall the goals of the atmospheric elements are to create a inviting, warm, and comfortable space that will help to make shopping seem easy
and relaxing. Each element from above adds to this aesthetic by:

1,2, & 3: All three of these art pieces have similar coloring if not style. Each will help to add interest on the walls, while adding to the general
color theme and warmth of the space.

4 & 5: These plants are an example of what flowers might be both outside and inside the store. The first picture represents the inviting large
flowers next to each door to be inviting. The second flower picture shows what small plants could be on the desk to add color to the area.

6: These large windows located on both sides of the doors are going to allow for much of the lighting indoors to be natural,

7: These wood doors are welcoming and are visually pleasing on both the outside and inside of the store. The hardwood floors of the selling
space will be the same rich hardwood, as well.

8: The red brick on the outside of the building adds to the aesthetic with the warm coloring, as well as, the color theme.

9: The drink/refreshment station located within the reception desk area will allow the customers to be refreshed before shopping.
ADA Considerations
-All Fixtures will be three feet apart for any customers shopping with wheelchairs, walkers, canes, or crutches.

-there will be a ramp that leads up to the entryway. There are not any steps within the store either so there is not an issue of
needing ramps within the store.

-The dressing rooms are all large enough to accomodate any shoppers with wheelchairs, walkers, cane, or crutches. There will be
seating in all of the dressing rooms so if need be shoppers can sit to try on clothes. There will be two sets of bars/hooks in each
of the dressing rooms so that clothing can hang either the lower or higher bars for easy access to those that need to sit to
change. This way all of the dressing rooms will be prepared for any shopper.

-The bathrooms will include larger stalls and handrails.

Interior Colors and Materials
Hardwood Flooring Wooden Interior Curtains:
Wall Paint Color: and Trims: Doors:

Color Name: Mannequin Wood Type:Antique Cherry Wood Type:Antique

Cream Fabric Type: Chenille
Cherry
Interior Colors and Materials Choices

-The color scheme chosen was to have an overall sophisticated, but comforting aesthetic.

-The paint color choice was to have a warm, but not too bright background color so that the clothing, artwork, and other
features are the focal points.

-The hardwood flooring, trims, and doors are to help to showcase the space as a refined area to match the luxury clothing that
will be for sale.

-The curtains are for extra sunny days where the natural lighting might be too much. These will be light and be a nice addition
to the area on bright and warm days when the customers would want to be out of the sun.
Section 3
 Furnishings

Lighting for dressing Cash Wrap

rooms
Racks
Floor length mirror in
dressing rooms

Seating Table for seating

Light fixtures Bench for Dressing rooms
Fixtures

Jewelry Fixture Customized Tables

Jewelry Fixture

Jewelry Fixture Shelving Mannequins

Rationale
For a welcoming environment we chose fixtures and furnishings that are cohesive with our brand image. Refine sells clothing
for the business woman, and to create an elegant atmosphere we have incorporated modern furnishings. Our furnishings are
modern with a farmhouse touch, and the fixtures bring in more of an industrial look, because of the warm wooden displays
and black pipe racks. We have created a seating area specifically so our customer can relax, and enjoy a drink or for any other
guests she brings along. Overall, the interior furnishings and materials will make our customer feel invited and warm as she
enjoys her time relaxing and shopping at refine.
Scale
Planogram/
Key
Section 4
Wall Elevation/Rational Statement
Our wall elevation is 10 feet high. This will give enough space to display the items and put things like the artwork above the
shelves and straight bars. However, it will not be too high for the customers to shop. The pipe racks and/or face outs will start
at 6 feet tall on the wall with art above them to cover wall space and look more appealing. The walls also contain some
shelving as shown in the diagram. We decided to keep the walls very simple to go along theme with our brand. We only have two
main walls on both sides of the stores closest to the front. This is to keep it simple and easy to locate our two major categories
of our store. There are many other sections in the store but our two walls will be what stands out the most right before our
shoe wall in the back.
Merchandise Display

Formal wear wall display Suiting Separates wall display

Capstone: Part 3
Section 1
Exterior
Rationale
The storefront was designed to have the large windows for a lot of natural lighting for the store. Each
mannequin has two spotlights so that the store can emphasize eight professionally styled looks from the personal
shoppers that work within the store. The mannequins will give possible clientele a preview of what sort of clothing
and help for styling can be found inside. This design of the area includes a welcoming sign stating that store is
open and to show people walking by that the store welcome customers outside of appointments. OUr logo is above
the doorway, not too large, but enough to explain to people what the store is called. The two flower pots on either
side of the door are to be welcoming and brighten up the doorway. Overall, there is not a lot of signage on the
exterior because the store does not have a lot of sales, as well as, to be seen as a classy and upscale retail store.
Section 2
Sign Copy Samples Rationale:

Directional - Our directional signage will all stick

with a classy feel and be written in
cursive to match our logo and other
signage. It has a wood background to stay
on brand with a sheer plastic cover to the
signage literature stands out.
Sign Copy Samples Rationale:

Policy Statement - Store Hours The policy statement and store hours
will only be written on our sheer boards
with cursive and an additional simple,
classy font. This will mock most of our
signage around the store next to the
clothing. Although there will usually
not be much signage around the
clothing, only on occasion. The tags
will tell the price.
Sign Copy Samples Rationale:

Special Promotion or Special Event - This signage is very rare for us

to have out. But when we do
occasionally have a suiting
promo, we will have the
signage on the walls or tables
that match the other signage
on the store with the same
font.
Sign Copy Samples
Sign Copy - Regular Price Merchandise

Rationale:

The sign copy for our regular priced merchandise will look like this, again, similar to
other signage with pricing as well. These will be located on the tables next to the
garments when we want to point out pricing. Otherwise we will not have pricing signage
very often to keep an upscale look.
Sign Copy Samples

Rationale:

The sale merchandise sign copy will be the same as regular priced with the addition of a sale
sign in red. This way customers can tell the difference when we have these out for a major sale.
Otherwise, they will not be out often to remain upscale.
Rationale
● Lifestyle graphics were not included due to the type of store refined is in terms of being upscale
and classy.
● The language and tone is sophisticated, but warm and welcoming.
● Handwritten signage was not included because it does not reflect the brand image of having
upscale clothing.
● These signs are age appropriate for the target customer because the text is large enough and easy
enough to read for late twenties to forties.
Section 3
Rationale
Ambient Lighting will consist of even and overall lighting FOR THE STORE. Large chandeliers will be used for increased amount of light attached
with a dimmer for changes in mood or time of day for our customers. The clear crystal round chandelier is very elegant and is inspired by the
victorian English era, but it also has a rustic iron frame to bring together the modern and industrial concept.. This will be one of the first
things a customer will see as she walks through the door and is located directly above the reception desk.. Recessed lighting will be located in the
dressing room ceiling and will have dimmers as well to be unique for each customer, because not everyone will prefer dark lighting or some
women might like the warm lighting to provide a sense of warmth and relaxation as she tries on clothes.

To bring in different elements of design and other focal points for visual appeal, sconces will be in the dressing rooms and located along the
walls in between each fixture. The sconces bring in elements from the crystal chandelier and the aged steel from all of the other light fixtures
that are located in the store.

task Lighting will be located near the seating areas for those who are reading a magazine, book, or their phone. The Aged steel Metier Task Floor
Lamp glides directly down where light is needed. There will be approximately four task floor lamps located near the two front seating areas and
the two larger seating areas by the fitting rooms. Aged steel pendants will also be located in the front of the store to show off the mannequin
displays and bring attention to them.
Lighting Influence on Target Market

Refine’s target market is late 20’s to late 40’s which is broad when it comes to sight. The idea of the open store concept and
large windows will bring in large amounts of natural light. The chandelier and the spotlights are there for the end of the
night and to bring in attention as you walk through the doors. Besides the task lighting and the accent lighting, all other
light fixtures will have dimmers attached to create a unique experience for each customer. As most women get older, it can
be difficult to see, and the idea of using the dimmer to relate to the customer is one small thing that will set us apart
from other competitors. As women come in from there busy days at work they might want to relax as they try on clothes. The
recessed lighting will provide enough light to where our customer can see just fine, but sometimes light can be harsh on
our customers eyes. ThE scones will provide a visual appeal for the overall look of the dressing room, but the lighting will be
warm to become relaxed and have a pleasant and enjoyable experience. The task lighting is used for direct light and for
those customers who bring in family or friends that might be older and need that task lighting to look at a magazine or
anything they might be doing. All accent lighting is only to create a visual aesthetic that syncs with the store and brings
the other dramatic lighting to down to balance out all of the lighting for the store.
Photographs of Light
Fixtures

Task Floor Lighting Accent Lighting

Chandelier Pendant Lights Sconces

Proposed Lighting Layout

Sconces/ Accent
Lighting

Chandelier/ Ambiance
Lighting
Recessed Ambiance
Lighting
Floor lamps and
pendant/ task Lighting
Capstone: Part Four
Section 1: Cross Merchandising
Purses, Shoes, and Scarves
PUrses, Shoes, and Scarves will be cross merchandised. They will be displayed
in our shelving creating a visually pleasing aesthetic in many ways. The
colors would be bright and there would be a matching handbag with a
patterned scarf tied to the handles and the matching shoes to right of each.

Rationale:

The purpose of cross merchandising these three types of items is to drive

sales of all three pieces as a set. Also, adding to the incentive to buy all
three there will be a small discount of 10% to purchase the three together.
This will allow customers to have a complete accessory set for a little less
that will perfectly tie in with the clothing pieces they purchase from
Refined, as well.
 Blazers and Jackets from our suiting and separates will be cross
Blazers and Dresses merchandised with our dress selection. the clothing will be displayed on one
of the walls and a few mannequins nearby. A section of a wall will be
dedicated to cross merchandising these pieces. The dresses that face outward
will have a blazer placed on the same hanger. The mannequins will be placed
to the side of the area where the pieces are.

Rationale:

The purpose of cross merchandising these two types of products is to give an

example of How the clothing can be styled multiple ways. Displaying the pieces
as such will show the versatility and functionality of the clothing. This
will drive sales of both items because it will allow customers to understand
that the items are worth the expense. The dresses if sleeveless can be shown
with a jacket that might keep them warmer in cold offices. The Jackets can be
shown to be useful in outfits that do not only include pants.
Section 2: Retail Mobile Unit
Visual Closet
The Visual Closet will be made out of acrylic with a
glass touch screen and The color of the acrylic will be metal
silver to go with the rest of our store atmosphere. There will
be swatches located on the back of the retail mobile unit to
feel the hand and get an understanding of how it might
drape.
The purpose of the Visual Closet is to cross-
merchandise with our separates. This gives women the idea to
create a look of their own or to help describe what they are
looking for. the personal stylist will be nearby and help
them find what they are looking for while the visual closet is
in stores.. it can also be relocated to another area such as, a
mall without a personal stylist or a women's show for the
local area.
This will also be a way for women to see the new merchandise
in the store as well.
Steps to choosing the perfect outfit
Step 1: Choose category
Step 2: Choose Product
Step 3: save & repeat until all items have been selected that you wish to
virtually try on

● All selections will be shown at the end where the guest can mix and match pieces of clothing they have chose to find a
complete outfit.
● The steps will be displayed as the guest proceeds through each category. There will also be a help button for those who need
to ask questions if a personal stylist is not available.
Section 3: Special Event
Vendor Styling
Refined will hold an in store vendor styling event so our customers can get to know our vendors and/or get a close up
look into their favorite brand. This event will be a three day event held on a Friday, Saturday, and Sunday. Each day will
highlight one of the popular vendors we carry. We will be holding these events a couple times a year so we can create
awareness for the incredible brands we carry. We will hold this event towards the end of our hours on these days from 5-8
pm. Our team will be promoting this event on social media to let customers know about the event and what vendors
will be here.

How it works: A day in this event will consist of our Refined team switching up our visual merchandising layout to
highlight the specific brand. Customers will walk in and know which vendor is here that day. We will be styling anyone
that day that wants to be styled in this specific brand. We will also have a representative in the store from that vendor
helping us style and speaking about the brand. Refreshments, music, and discounts for the brand will be apart of this
event!
Vendor Styling

Refreshments

Pieces of vendors clothing up front

on pipe racks.
Advertising/Marketing Material